Façade graphics in academic architecture with the mission of creating messages

Purpose:The purpose of the study is to determine the importance of academic centres for local marketing activities.Academic centres are often used as a showpiece for a town or region, connecting the town with the European academic community, contribute to a town's development.It is common for academic centres to be supported by the town or region to ensure modern research facilities or libraries are being built.Cutting-edge technologies are used in such buildings, including faade graphics.One of the main aims of this study is to establish the significance and scope of the information and messaging included in faade graphics in the context of social integration and identification.Design/methodology/approach: The material was analysed and grouped according to separate topics to be further examined: demonstration of innovative solutions; demonstration of environmental policies; references to history and heritage; emphasising the multi-cultural character of the building.Findings: The research defines new meanings of academic buildings and the facade graphics used there.The scientific material examined indicates the significant role of higher education facilities in social communication and creating the identification of the place. Research limitations/implications:The below research is of preliminary character.It might be continued in order to look at other aspects.More visual elements as well as means of expression and image structures might be added, which are related to the effectiveness of the message being created.Practical implications: The article showcases the possibilities provided by faade graphics as far as producing social messaging is concerned, which might be used to create or reinforce social integration or marketing activities.Social implications: The article discusses two aspects of the role that art and faade graphics play in architecture as one of the local marketing tools.It examines the influence of the messaging contained in images linked to social identification.Originality/value: The article may provide investors, architects, artists and decision-makers with inspiration.The research has demonstrated a broad reach of faade graphics and that it can be used in regional marketing.